What will marketing look like in 2022? Due to technology, digitization, COVID-19 and other factors, the consumer landscape and, hence, customer experience will be changing in many ways. However, many of the trends caused by the pandemic in 2020/21 have come to stay and will be complemented by a handful of new trends. That's why some things might already sound familiar to you ;) But remember: even if some trends sound banal, it’s not enough to know about them, you have to execute them properly.
Trend #1: Juggling purpose, planet & profit
The importance of brand purpose is further increasing. It’s crucial what brands stand for = start with the why. Your brand purpose is vital to keep employees, to win over and keep customers, and to make a bigger impact in the world. COVID-19 only increased the importance of purpose-driven marketing. But be aware that purpose isn’t just a PR text, a tagline, or a mission statement. Companies really have to live their purpose in their day-to-day business in order to do their part.
Climate concerns remain key. The majority of consumers still prefer companies which care for the environment and also buy brands that reflect their personal values. This means that brands will be increasingly required to not only deliver traditional growth metrics, but also a clearly identified framework for sustainable practices.
Trend #2: The post-lockdown consumer & media landscape
COVID-19 changed our world. But it did not only change our world, it also changed our mindset and our behavior. Post-lockdown consumers are rethinking and evaluating their lifestyles and, therefore, creating new opportunities for marketers who will adapt rapidly to these changes. Also, media habits are changing due to the pandemic. In many countries, digital video has overtaken broadcast TV. In addition, more and more people own smart home products, smartwatches and smart wristbands. Nonetheless, TV still reaches more consumers worldwide than any other content-based medium.
Trend #3: Marketing automation & data
Great customer experience needs marketing automation. With more and more channels and customer touchpoints, the complexity of content delivery is increasing. Marketing automation allows marketers to send automated messages under certain conditions to their audience at a scheduled time or triggered by a certain event. This goes way beyond simple emails. It’s used on social media, for SMS and other digital channels. With automation you can make sure that your (campaign) messages reach your target group. However, a functioning marketing technology stack is important for successful marketing automation. CRM, CMS, analytics tools etc. have to work together smoothly. In addition, relevant data needs to be available for all important automation systems. There’s no way around marketing automation and data if you want to display personalized content to your customer at the appropriate touchpoints.
Trend #4: The creator economy
Influencers are all over the place. Over the past years, the influencer aka content creator market has rapidly grown and will continue to grow. It’s proven that fans are willing to follow their influencers across various platforms providing more reach for creators and brands. With an ever-increasing number of influencers and micro influencers on the market, companies can easily find creators who are the right fit for their brand. It will be worth it to invest in content creators also in the upcoming year(s). Plus, user-generated content (especially on platforms like TikTok and Instagram) is still growing in popularity and more brands are shifting their attention to this marketing trend. One of the top benefits of user-generated content is that it serves as excellent social proof and increases credibility.
Trend #5: Elevating the hybrid customer experience
2020 changed us a lot. It changed the way we work, eat, shop, and live. The world is no longer offline or online--it’s a combination of both worlds. We already combine remote work with office work, indoor dining with takeaway, and that’s why we also have to make sure that we offer an excellent hybrid customer experience. Although most companies have made the choice to optimize their digital interactions with customers, it’s essential now to ensure your brand continues to present your customers the right options and touchpoints at the right time along their journey. Customer experience will not return to its pre-pandemic state. Thus, to improve hybrid customer journeys, it’s important to find the perfect balance between digital and human interactions.
I am looking forward to an exciting 2022 with a lot of challenges, but also a lot of opportunities! Can you think of more marketing trends for the new year?
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